What you need to know about the Shopper and his relationship with POP Displays?

Today, companies still invest far more in market research related to consumption, brand image, store displays, and communication than they do in understanding how people actually make purchase decisions.

Companies know a lot about their consumers—but very little about their shoppers.
Understanding the shopper goes from the most general (category-level) to the most specific. That’s why we must know not only how and when they buy brands within a category, but also what other categories they purchase—especially complementary categories for the same consumption occasion (e.g., rum and Coca-Cola).
Or, conversely: Are there substitute categories?

In one study, it was found that in a certain market, rice and pasta were seen as substitutes by a specific shopper profile—especially when price comparisons were made easier.
The obvious recommendation, which had a positive impact on sales, was to place both categories in separate aisles.
This highlights the need for multiple strategic responses based on shopper behavior.

Here are some examples of key questions we should ask to better understand our shopper:

• How does the shopper feel about our brand or category?
• How does the shopper decide between brand options and different product formats?
• How should the brand be displayed, and where?
• Does the category invite exploration and time for evaluation, like snacks or ice cream? Or is it a destination category, perceived as dull, like detergents?
• Does the shopper buy one or several brands/references from the same category to meet their needs?
• How attracted is the shopper to a promotional hook item?
• How important is their shopping experience?

Philip Kotler, in his book Marketing 4.0, explains that message recipients go through six stages, and as a brand, it’s crucial to identify which stage your shopper is currently in:

1. Awareness – The shopper is aware of my brand.
2. Knowledge – They know the details of my product.
3. Liking – They like (or don’t like) the product.
4. Preference – They identify with one brand over others.
5. Conviction – They are convinced the product is good.
6. Purchase – The shopper buys the product.

True connection occurs when the shopper takes action.

‍

a) Rational appeal

This explains the practical benefit the shopper will get from the product or service. In this type of advertising, the product is the protagonist, and everything revolves around it.

b) Emotional appeal

This taps into the shopper’s feelings—and that’s how you win them over.

c) Educational appeal

This develops commercial and strategic messaging that anticipates educational interests or needs.

To truly impact your shopper, your message must be well-structured, so that the shopper doesn’t lose track of your brand.

‍

Conclusion

To deeply understand your shopper and how they relate to your brand, it’s essential to identify their interests and preferences, which reveal why they choose your product.
To win the shopper, you must create a shopping experience that connects emotionally.

Humans make decisions with the limbic system—the part of the brain responsible for processing emotions.
That’s why, to create a powerful shopping experience, you must engage all five senses.

‍

Know more about solutions in shopper marketing.